Ferrari agrees millionaire sponsorship with HP for 2025

Ferrari is about to announce HP as its main sponsor from the 2025 Formula 1 season, in a deal that should match the amount paid by Oracle to rival Red Bull Racing.

According to Sports Business, Hewlett Packard (HP) will become Ferrari’s title partner in a contract estimated to be worth between US$90 and US$100 million, with the official announcement expected to take place in Miami.

The agreement, which will also involve a technological partnership between the two brands, will coincide with Lewis Hamilton’s arrival at the Italian team next year.

The last time Ferrari had a main sponsor was in 2021, with Mission Winnow, a brand associated with Philip Morris International (PMI), the tobacco giant.

Older F1 fans certainly remember HP’s large presence at Williams BMW during the early 2000s, a time when the team was fighting for victories. At that time, when direct sponsorship by tobacco brands was still permitted, Ferrari carried PMI’s Malboro brand in an agreement valid between 2007 and 2011.

HP will be the latest major brand to partner with Ferrari, joining Peroni, which signed a partnership with the team at the beginning of 2024. This commercial move comes after the Scuderia hired two heavyweights in Italian football marketing.

Since the beginning of 2023, Ferrari has attracted two high-ranking executives from giants AC Milan. The first move was in January 2023, with the hiring of Lorenzo Giorgetti, former AC Milan revenue executive, as Racing Revenue Director.

Six months later, in July 2023, Ferrari once again sought talent from Milan, bringing in George Prior, the football club’s former director of commercial strategy, as Head of Partnership Asset Management at the Scuderia.

The official announcement of HP as a Ferrari sponsor should take place on the weekend of the Miami GP, coinciding with the presentation of a car with a special livery for the next GP. Ferrari will take inspiration from the classic blue and white color scheme of the North American Racing Team (NART), and will implement touches of blue in its exclusive livery for Miami.

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